It’s a classic cinematic setup: A scrappy underdog challenges an undisputed champ and scores a surprise victory. But this particular movie plotline pits Hollywood’s studio system against a small film distributor in Provo, Utah.
— is projected to garner $40 million in its first week of theatrical release. Its distribution relied on word-of-mouth promotion and a grassroots social media campaign in which moviegoers were asked to “pay it forward” by purchasing tickets that others could claim.
Movie critic Christian Toto, host of the “Hollywood in Toto” podcast, said the gambit might be what’s needed in an increasingly fragmented entertainment marketplace. That knowledge of its audience helped drive Angel Studios’ success in its release of “Sound of Freedom.” It opened last Friday and finished the weekend box office behind the new horror feature “Insidious: The Red Door” and the second-week run of “Indiana Jones and the Dial of Destiny.”
“Why did Disney not want to touch this? Because, obviously, they’re the ones who made that choice,” Mr. Holz said. “Our fundamental difference is that we are letting the fan decide the content that is created and comes to the market,” Mr. Geesey said.
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